When I was over in London last week I clipped a number of advertisements from the newspaper because I felt they had killer sales appeal to consumers. They tapped into the topics which all humans are concerned with. When you look at advertisements look at them carefully to see what exactly they are appealing to. There are a lot of poor advertisements out there that are just wacky pictures and text and have absolutely no appeal or core benefit to the people who will potentially buy their product. Those are the ads which fail. You can tell an ad which fails because it doesn’t get run over and over again.
Why do ads that work keep getting run?
You would have thought that ads that work get tired because all of the people who have seen the ad have decided whether or not they are interested. This is not true. The reason why the same ad gets run over and over again is because it works. It brings in more net profit than it cost to place the ad. For example the sales letter for the wall street journal was run for over 14 years. The same letter sold subscriptions to that newspaper. There was no need to change it because it just kept selling subscriptions. An advertisement close to home are the AMI sniff and stiff ads. They haven’t changed in 2 months, because they just keep making sales. Every time they run one of piano ads their phone rings and they sell enough product to pay for the ads and make a profit.
How to tap into an appeal to make your website sell over and over again?
The first thing when you begin thinking about your appeal is to forget what business you are in. Any business can appeal to a particular appeal but it does not mean that it will sell. The process to figure out which appeal will work best for you is testing. There are some classic appeals for different markets such as
- Business books = Make more money
- Cosmetics = Popularity and attracting attention. (Especially from guys!)
- Doors, Doors, Doors, Doors ads = Bargain. (A little offensive but they have been working for 10 years now)
Appeals which have worked over time
The following appeals have sold products throughout time. Which appeal is your website tapping into?
- Make more money
- Save money
- Retirement security
- Better heath care now
- Healthcare security
- Security in old age
- Advance in profession or trade
- Easier chores
- Gain more leisure
- Freedom from worry
- To be one of the “in” group
- A Bargain
- Be popular, attract attention
- Desire to outshine the neighbours
So once you have decided which appeal you are going to test you need to formulate a headline. Headlines are the most important part of an advertisement.
Advice on making a headline that makes your sales.